Research On Driving Factors Of Customer Equity Value Of The Enterprise

In the new trend of global integration,various industries present new technological changes,continually expanding business boundaries and increasingly fierce market competition make enterprises face unprecedented challenges.Business managers have gradually found that the old business philosophy has been unable to provide a good opportunity for the enterprises to survive and develop.Only enterprises which are dedicated to servicing for customers can provide products and services that exceeding customer expectations.Obviously,the customer-centric era is coming! As the customer is particularly critical for the business activities of the enterprise,thus,from a certain point of view,the customer is a strategic asset that the enterprise must develop.How to identify the driving factors of customer equity value of the enterprise and strengthen the customer assets are the subject that academics and entrepreneurs should be commonly concern.This thesis first introduces the research background and research significance of the driving factors of customer equity value of the enterprise,and clears the research content and idea of this thesis based on analyzing the research status at home and abroad related to this subject.After that,on the basis of summarizing relational marketing theory,brand equity theory and customer value theory,this thesis analyzes the customer equity value of the enterprise and its driving factors in depth,explores the factors that influence the driving factors of customer equity value of the enterprise and the relationship between customer equity value of the enterprise and its driving factors.Then it constructs a conceptual model about the driving factors of customer equity value of the enterprise,and put forward five related hypotheses.Next,select the 7-day chain hotel as the research object,carry out field research,and establish an index system of 7 days customer equity value drivers.In the index system established,cost-effective and convenience are the measurement index of performance driver;brand awareness,brand preference and brand reputation are the measurement index of brand driver;customer trust and customer return are the measurement index of relationship driver;the word of mouth and customer information are the measurement index of information driver;financial contribution,social contribution and knowledge contribution are the measurement index of customer asset value.After that,the sample data were obtained through questionnaire.The questionnaire was scientifically and quantitatively processed by descriptive statistical analysis,factor analysis and reliability analysis.And the proposed hypothesis were verified by correlation analysis and structural equation.Finally,the specific strategies to improve customer equity value of the enterprise are drawn from four aspects,which are performance driver,brand driver,relationship driver and information driver.This thesis improves the theory of customer equity value by studying on the driving factors of customer equity value of the enterprise.The research result empirically proves that performance driver,brand driver,relationship driver and information driver interrelated with each other and all have obvious positive correlations with the customer equity value,which brand driver has the greatest impact on the customer equity value and information driver has the least impact on the customer equity value.